Dua
Dua is a community-driven marketplace designed for women entrepreneurs to showcase their businesses, build relationships with other founders, and find support through one unified platform.
ROLE Product Designer
TIMELINE 8 Weeks
SKILLS User Research, Wireframing, Prototyping
TOOLS Figma, Miro, FigJam
Background
Conversations with friends revealed a common challenge: many wanted to turn their hobbies into businesses but lacked a clear starting point.
That made me curious about the barriers aspiring women entrepreneurs face when starting a business.
Target Users
According to the 2024 NWBC report, women aged 25-44 represent the largest and fastest-growing age group of women business owners in the U.S. I focused my research on this user segment.
Women aged between 25-44
Survey Findings
54 aspiring entrepreneurs participated in the survey.
Entrepreneurship is driven by purpose
80% were motivated to build a business around their passion.
Mentorship is the biggest unmet need
69% participants want guidance from experienced entrepreneurs.
Community builds confidence
70% viewed networking as key to overcoming entrepreneurial challenges.
User Interviews
Conducted 9 user interviews to understand the challenges of starting a business.
Key Insights
Visibility is the first hurdle
Lack a dedicated space to showcase their businesses and connect with potential customers.
Entrepreneurship feels isolating
Starting a business can feel isolating without a community of like-minded people.
Learning is an ongoing need
Participants value workshops, networking, and expert guidance.
How might we empower aspiring women entrepreneurs to start and grow their businesses confidently?
HMW
From Research to Solution
Research revealed three recurring needs that became the foundation of the solution.
Dua
One Unified Platform
Visual Direction
Purple was chosen as the primary color to represent connection, creativity, and warmth. The Inter font was selected for its clean and readable design, reflecting the app’s simple and approachable experience.
Solution
Key screens from the final product experience.
Discover
Explore businesses, communities, and events tailored to your interests.
Connect
Engage in communities, join events, and connect with like-minded women.Explore businesses, communities, and events tailored to your interests.
Business Profile
Entrepreneurs can build their brands, showcase their products, and connect with customers.
AI Support
Get personalized guidance, recommendations, and support.
Product Details
Seamless shopping experience.
Key Takeaways
Design is an iterative process.
Throughout the project, I revisited research, ideation, and testing multiple times, refining the solution with each iteration.
Collaboration broadened my perspective.
Working with people from different countries showed me how cultural backgrounds can significantly shape how we approach design and solve problems.